Does anyone believe the “scientific” beauty product claims in the advertisements? The sales show one thing, but when people were asked to evaluate those claims in a study setting, fewer than 1 out of 5 claims was believable, and more than 85 percent of the claims were considered false or vague to consumers.

Today’s consumer is more cynical and skeptical about claims like “clinically proven softer skin,” “award-winning” and “visible results,” and is more trusting with endorsements like “dermatologist recommended” and “expert’s choice.”

In 2014, California-based healthcare company Kaiser Permanente announced that all of its new furniture purchases would be free of chemical flame retardants.

In 2014, sandwich chain Subway announced it would discontinue using the dough conditioner azodicarbonamide, which had raised health concerns in its byproducts of its breakdown in the body—although it is approved by the FDA.

Faced with headlines like CBS’ “No More Yoga Mat Chemical in Our Bread…,” Subway listed the following in a press release:

Here are some of our recent bread improvements:

2014—51% whole grains now used in our 9-Grain Wheat bread (100% of the daily Whole Grain requirement per Footlong)

Subway stepped back up to the plate in 2015 and announced it had started to “transition in early 2016” across all of its 27,000 U.S. restaurants to serving only protein from animals that have never received antibiotics. In December 2015, the company announced another transition: to serve only cage-free eggs, and gave a completion date of 2025.

Large manufacturing companies and retailers like Nike, Walmart, Target, Walgreens, Apple and HP (to name only a few) have policies barring chemicals from their products that, to date, U.S. federal law does not restrict.